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Change is coming to every aspect of business at a level not experienced in generations—from changing business models to our changing workforce and consumer-members. Join NRECA for our “Business Insights” webinar series to gain perspectives that can help you navigate transformations facing your cooperative. We will draw on experts who will stimulate your thinking about business benchmarks, customer segmentation, risk management and developing your team. Together, we can prepare for the future of business.

Up Next in This Series:

Aug. 10, 2021 | Using Performance-Based Frameworks to Deliver Consumer Value

The United States is amid a dramatic energy transition. Numerous technology and market trends, amplified by federal and local policy goals, are transforming the electric sector into a cleaner and more customer-centric service industry. Utility leaders are navigating a necessary and fundamental shift from a focus on historical expenditures to a forward-looking emphasis on delivering customer value. In this context, a performance-based approach offers a pragmatic way for co-ops to help manage the transformation currently underway, while simultaneously delivering greater value to consumer-members and helping to protect their financial integrity. Attend this webinar to learn how co-ops are using performance-based management approaches to stay ahead of industry changes and deliver value to their consumer-members.

Learning Objectives

  • Gain insight into the emerging priorities for electric co-ops and how a few are measuring and benchmarking results.

  • Learn how the “three Ds”, digitalization, decentralization and decarbonization have transformed co-op priorities.

  • Describe how co-ops are defining and measuring the success of their programs.

  • Learn how performance-based approaches are different for co-ops than other types of utilities.


Allison Hamilton

Director, Markets and Rates, NRECA

Ken Colburn
Principal of Symbiotic Strategies, LLC, and NRECA Director for New Hampshire

David Littell
Senior Advisor, Regulatory Assistance Project

Peter Muhoro
VP, Strategy and Technology and VP and General Manager of RE Communications, Rappahannock Electric Cooperative

Aug. 17, 2021 | Market Segmentation: Tools and Research to Understand Your Members

When communicating with consumer-members about your co-op’s products and services, it’s critical to position your message in a way that will achieve desired results. A valuable marketing tool is consumer segmentation, which is the practice of dividing a customer base into groups of individuals who are similar in specific ways relevant to marketing, such as age, gender, interests and spending habits. NRECA has just released a new national segmentation study offering insight into five unique consumer segments. Attend this joint webinar with Touchstone Energy® Cooperative to gain insights into what motivates your members’ choices regarding energy consumption.

Learning Objectives

  • Define market segmentation and why it is of growing importance to co-ops.

  • Gain insight into electric co-op consumer-member attitudes and beliefs related to climate, renewable energy, energy efficiency, technology and media usage.

  • Leverage data to design programs by segmenting members based on their attitudes and beliefs.

  • Learn how to position your message for the desired results.


Mike Sassman
Director, Consumer Analytics & Market Research, NRECA

Mary Ann Cristiano
Senior Director, Consumer Marketing, Touchstone Energy® Cooperative, Inc.

Sept. 2, 2021 | Enterprise Risk Management: It’s a Good Fit for Your Co-op

The electric industry is changing at a rapid pace. With change comes new demands, new technology and evolving governance issues, all while laws and regulatory worries are proliferating. Many electric cooperatives also are expanding rural broadband and other services. All together, these changes can add up to more risk for your co-op. Join NRECA’s Kim Christensen to learn how Enterprise Risk Management (ERM) can protect and enhance your co-op's accountability and value. ERM is a process to identify, categorize, track and monitor risk across the cooperative. It’s a management tool that fits any size organization.

Learning Objectives

  • Understand what risk is and can be to a coop.

  • De-bunk myths surrounding ERM.

  • Increase understanding of how to balance risk.

  • Provide a method and means for addressing risk.

  • See how to get started.


Kim Christiansen

Managing Director, Governance, Business & Product Strategy, NRECA

Delaine Orendorff, MBA, SPHR, CCP 
Senior Principal, Human Capital, NRECA





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